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Zhao Q, Ye Z, Deng Y, Chen J, Chen J, Liu D, Ye X, Huan C. An advance in novel intelligent sensory technologies: From an implicit-tracking perspective of food perception. Compr Rev Food Sci Food Saf 2024; 23:e13327. [PMID: 38517017 DOI: 10.1111/1541-4337.13327] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Key Words] [MESH Headings] [Grants] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 10/28/2023] [Revised: 02/19/2024] [Accepted: 03/01/2024] [Indexed: 03/23/2024]
Abstract
Food sensory evaluation mainly includes explicit and implicit measurement methods. Implicit measures of consumer perception are gaining significant attention in food sensory and consumer science as they provide effective, subconscious, objective analysis. A wide range of advanced technologies are now available for analyzing physiological and psychological responses, including facial analysis technology, neuroimaging technology, autonomic nervous system technology, and behavioral pattern measurement. However, researchers in the food field often lack systematic knowledge of these multidisciplinary technologies and struggle with interpreting their results. In order to bridge this gap, this review systematically describes the principles and highlights the applications in food sensory and consumer science of facial analysis technologies such as eye tracking, facial electromyography, and automatic facial expression analysis, as well as neuroimaging technologies like electroencephalography, magnetoencephalography, functional magnetic resonance imaging, and functional near-infrared spectroscopy. Furthermore, we critically compare and discuss these advanced implicit techniques in the context of food sensory research and then accordingly propose prospects. Ultimately, we conclude that implicit measures should be complemented by traditional explicit measures to capture responses beyond preference. Facial analysis technologies offer a more objective reflection of sensory perception and attitudes toward food, whereas neuroimaging techniques provide valuable insight into the implicit physiological responses during food consumption. To enhance the interpretability and generalizability of implicit measurement results, further sensory studies are needed. Looking ahead, the combination of different methodological techniques in real-life situations holds promise for consumer sensory science in the field of food research.
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Affiliation(s)
- Qian Zhao
- College of Biosystems Engineering and Food Science, National-Local Joint Engineering Research Center of Intelligent Food Technology and Equipment, Fuli Institute of Food Science, Zhejiang Key Laboratory for Agro-Food Processing, Zhejiang International Scientific and Technological Cooperation Base of Health Food Manufacturing and Quality Control, Zhejiang University, Hangzhou, China
- Innovation Center of Yangtze River Delta, Zhejiang University, Jiaxing, China
| | - Zhiyue Ye
- College of Biosystems Engineering and Food Science, National-Local Joint Engineering Research Center of Intelligent Food Technology and Equipment, Fuli Institute of Food Science, Zhejiang Key Laboratory for Agro-Food Processing, Zhejiang International Scientific and Technological Cooperation Base of Health Food Manufacturing and Quality Control, Zhejiang University, Hangzhou, China
- Innovation Center of Yangtze River Delta, Zhejiang University, Jiaxing, China
| | - Yong Deng
- College of Biosystems Engineering and Food Science, National-Local Joint Engineering Research Center of Intelligent Food Technology and Equipment, Fuli Institute of Food Science, Zhejiang Key Laboratory for Agro-Food Processing, Zhejiang International Scientific and Technological Cooperation Base of Health Food Manufacturing and Quality Control, Zhejiang University, Hangzhou, China
- Innovation Center of Yangtze River Delta, Zhejiang University, Jiaxing, China
| | - Jin Chen
- College of Biosystems Engineering and Food Science, National-Local Joint Engineering Research Center of Intelligent Food Technology and Equipment, Fuli Institute of Food Science, Zhejiang Key Laboratory for Agro-Food Processing, Zhejiang International Scientific and Technological Cooperation Base of Health Food Manufacturing and Quality Control, Zhejiang University, Hangzhou, China
| | - Jianle Chen
- College of Biosystems Engineering and Food Science, National-Local Joint Engineering Research Center of Intelligent Food Technology and Equipment, Fuli Institute of Food Science, Zhejiang Key Laboratory for Agro-Food Processing, Zhejiang International Scientific and Technological Cooperation Base of Health Food Manufacturing and Quality Control, Zhejiang University, Hangzhou, China
- Zhongyuan Institute, Zhejiang University, Zhengzhou, China
- Ningbo Innovation Center, Zhejiang University, Ningbo, China
| | - Donghong Liu
- College of Biosystems Engineering and Food Science, National-Local Joint Engineering Research Center of Intelligent Food Technology and Equipment, Fuli Institute of Food Science, Zhejiang Key Laboratory for Agro-Food Processing, Zhejiang International Scientific and Technological Cooperation Base of Health Food Manufacturing and Quality Control, Zhejiang University, Hangzhou, China
- Innovation Center of Yangtze River Delta, Zhejiang University, Jiaxing, China
- Zhongyuan Institute, Zhejiang University, Zhengzhou, China
- Ningbo Innovation Center, Zhejiang University, Ningbo, China
| | - Xingqian Ye
- College of Biosystems Engineering and Food Science, National-Local Joint Engineering Research Center of Intelligent Food Technology and Equipment, Fuli Institute of Food Science, Zhejiang Key Laboratory for Agro-Food Processing, Zhejiang International Scientific and Technological Cooperation Base of Health Food Manufacturing and Quality Control, Zhejiang University, Hangzhou, China
- Zhongyuan Institute, Zhejiang University, Zhengzhou, China
- Ningbo Innovation Center, Zhejiang University, Ningbo, China
| | - Cheng Huan
- College of Biosystems Engineering and Food Science, National-Local Joint Engineering Research Center of Intelligent Food Technology and Equipment, Fuli Institute of Food Science, Zhejiang Key Laboratory for Agro-Food Processing, Zhejiang International Scientific and Technological Cooperation Base of Health Food Manufacturing and Quality Control, Zhejiang University, Hangzhou, China
- Innovation Center of Yangtze River Delta, Zhejiang University, Jiaxing, China
- Zhongyuan Institute, Zhejiang University, Zhengzhou, China
- Ningbo Innovation Center, Zhejiang University, Ningbo, China
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Byrne A, Bonfiglio E, Rigby C, Edelstyn N. A systematic review of the prediction of consumer preference using EEG measures and machine-learning in neuromarketing research. Brain Inform 2022; 9:27. [PMCID: PMC9663791 DOI: 10.1186/s40708-022-00175-3] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 03/25/2022] [Accepted: 09/15/2022] [Indexed: 11/16/2022] Open
Abstract
Abstract
Introduction
The present paper discusses the findings of a systematic review of EEG measures in neuromarketing, identifying which EEG measures are the most robust predictor of customer preference in neuromarketing. The review investigated which TF effect (e.g., theta-band power), and ERP component (e.g., N400) was most consistently reflective of self-reported preference. Machine-learning prediction also investigated, along with the use of EEG when combined with physiological measures such as eye-tracking.
Methods
Search terms ‘neuromarketing’ and ‘consumer neuroscience’ identified papers that used EEG measures. Publications were excluded if they were primarily written in a language other than English or were not published as journal articles (e.g., book chapters). 174 papers were included in the present review.
Results
Frontal alpha asymmetry (FAA) was the most reliable TF signal of preference and was able to differentiate positive from negative consumer responses. Similarly, the late positive potential (LPP) was the most reliable ERP component, reflecting conscious emotional evaluation of products and advertising. However, there was limited consistency across papers, with each measure showing mixed results when related to preference and purchase behaviour.
Conclusions and implications
FAA and the LPP were the most consistent markers of emotional responses to marketing stimuli, consumer preference and purchase intention. Predictive accuracy of FAA and the LPP was greatly improved through the use of machine-learning prediction, especially when combined with eye-tracking or facial expression analyses.
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Peng-Li D, Alves Da Mota P, Correa CMC, Chan RCK, Byrne DV, Wang QJ. “Sound” Decisions: The Combined Role of Ambient Noise and Cognitive Regulation on the Neurophysiology of Food Cravings. Front Neurosci 2022; 16:827021. [PMID: 35250463 PMCID: PMC8888436 DOI: 10.3389/fnins.2022.827021] [Citation(s) in RCA: 2] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [Abstract] [Grants] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 12/01/2021] [Accepted: 01/17/2022] [Indexed: 12/24/2022] Open
Abstract
Our ability to evaluate long-term goals over immediate rewards is manifested in the brain’s decision circuit. Simplistically, it can be divided into a fast, impulsive, reward “system 1” and a slow, deliberate, control “system 2.” In a noisy eating environment, our cognitive resources may get depleted, potentially leading to cognitive overload, emotional arousal, and consequently more rash decisions, such as unhealthy food choices. Here, we investigated the combined impact of cognitive regulation and ambient noise on food cravings through neurophysiological activity. Thirty-seven participants were recruited for an adapted version of the Regulation of Craving (ROC) task. All participants underwent two sessions of the ROC task; once with soft ambient restaurant noise (∼50 dB) and once with loud ambient restaurant noise (∼70 dB), while data from electroencephalography (EEG), electrodermal activity (EDA), and self-reported craving were collected for all palatable food images presented in the task. The results indicated that thinking about future (“later”) consequences vs. immediate (“now”) sensations associated with the food decreased cravings, which were mediated by frontal EEG alpha power. Likewise, “later” trials also increased frontal alpha asymmetry (FAA) —an index for emotional motivation. Furthermore, loud (vs. soft) noise increased alpha, beta, and theta activity, but for theta activity, this was solely occurring during “later” trials. Similarly, EDA signal peak probability was also higher during loud noise. Collectively, our findings suggest that the presence of loud ambient noise in conjunction with prospective thinking can lead to the highest emotional arousal and cognitive load as measured by EDA and EEG, respectively, both of which are important in regulating cravings and decisions. Thus, exploring the combined effects of interoceptive regulation and exteroceptive cues on food-related decision-making could be methodologically advantageous in consumer neuroscience and entail theoretical, commercial, and managerial implications.
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Affiliation(s)
- Danni Peng-Li
- Food Quality Perception and Society Team, iSENSE Lab, Department of Food Science, Aarhus University, Aarhus, Denmark
- Sino-Danish College (SDC), University of Chinese Academy of Sciences, Beijing, China
- Neuropsychology and Applied Cognitive Neuroscience Laboratory, CAS Key Laboratory of Mental Health, Institute of Psychology, Chinese Academy of Sciences, Beijing, China
- *Correspondence: Danni Peng-Li,
| | - Patricia Alves Da Mota
- Food Quality Perception and Society Team, iSENSE Lab, Department of Food Science, Aarhus University, Aarhus, Denmark
- Department of Clinical Medicine, Center for Music in the Brain, Aarhus University, Aarhus, Denmark
| | - Camile Maria Costa Correa
- Food Quality Perception and Society Team, iSENSE Lab, Department of Food Science, Aarhus University, Aarhus, Denmark
| | - Raymond C. K. Chan
- Neuropsychology and Applied Cognitive Neuroscience Laboratory, CAS Key Laboratory of Mental Health, Institute of Psychology, Chinese Academy of Sciences, Beijing, China
- Department of Psychology, University of Chinese Academy of Sciences, Beijing, China
| | - Derek Victor Byrne
- Food Quality Perception and Society Team, iSENSE Lab, Department of Food Science, Aarhus University, Aarhus, Denmark
- Sino-Danish College (SDC), University of Chinese Academy of Sciences, Beijing, China
| | - Qian Janice Wang
- Food Quality Perception and Society Team, iSENSE Lab, Department of Food Science, Aarhus University, Aarhus, Denmark
- Sino-Danish College (SDC), University of Chinese Academy of Sciences, Beijing, China
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